The Secret Wars toy line brought a new approach to toy marketing in the industry’s booming era of the 1980s. The beloved toy line has become a favorite of many, with its exciting backstory, history, and loveable characters. As with many toy lines from this time, the history behind the original Secret Wars action figures is very intriguing.
Mattel’s Strategic Moves
In 1984, Mattel joined Marvel Comics to create a unique and memorable toy line. The Secret Wars action figures were born out of a strategic maneuver by Mattel in reaction to a similar tie-up between DC Comics and Kenner Products. Concerned about losing the DC account, Mattel secured a deal with Marvel, marking a significant milestone in the comic-toy realm.
Mattel was precise in its marketing strategies. The name “Secret Wars” emerged after extensive children’s focus groups. These research initiatives revealed that the words “secret” and “wars” strongly resonated with children. With the name set, Mattel requested that Marvel support the toy line with a comic book with the same title. Thus, the Secret Wars saga was born.
Secret Wars Premise
This innovative toy line’s premise involved Marvel’s most beloved heroes and villains extracted from their everyday existence and transported to a distant galaxy. The characters were armed with exotic alien weapons and pitted against one another. The first series encompassed fan favorites such as Captain America, Doctor Doom, Iron Man, Spider-Man, and Wolverine, to name a few. The second series added more depth to the collection with additions like Daredevil, Falcon, and Spider-Man in his iconic black costume. Additionally, the line offered 2-pack and 3-pack figures, playsets, and vehicles, providing a complete Secret Wars experience.
The Action Figures
The Secret Wars action figures were designed with stunning detail, standing 4 1⁄2″ tall, and sold in bubble-card packs. The card backs showcased the character’s illustration and biography, a brief 4-panel comic, and images of other available figures in the series, building anticipation for the next potential purchase. Each figure came with a large plastic ‘Secret Shield’ accessory that featured a lenticular image revealing the character’s secret identity based on viewing angle, providing an interactive element. Heroes brandished red circular shields, while villains posed with square gray shields, further enhancing the heroes vs. villains narrative.
Conclusion
The Secret Wars action figures ignited competition within the toy industry and revolutionized how comic book stories were integrated into toy lines. As such, they hold a special place in the history of toy manufacturing and in the hearts of fans worldwide.
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About the Author
Author: Chris Ingledue
Contact: email
Bio: I am the founder and owner of Wheeljack’s Lab pop Culture and Toy Shop. My vision has always been to reunite customers with their favorite childhood toys and pop culture, triggering fond memories, and reigniting their imaginations. Every day, I work in the “lab” where it’s Christmas 365 days a year. I scour the internet, like when we had the Sears Catalog of yesteryear, for the next great treasure. Then, I await the arrival of the postman as if he were Santa Claus himself and helping collectors worldwide with their versions of Christmas. Every day as a vintage toy buyer is an absolute joy!